Datrontech has recruited James Morgan from Computer 2000 to be sales director as part of a series of management changes.
The Basingstoke based components distributor has also promoted Fiona Squire from business manager to product marketing director.
Morgan joins Datrontech after five years at rival Computer 2000, where he was general manager for retail and sales.
His main aim as sales director at Datrontech will be to build up the company's SME business portfolio.
"Datrontech's customer base of locally based PC system builders make us ideally positioned to exploit this huge opportunity," he said.
"I aim to capitalise on this through the sales of new and existing products, and also by exploring the internal cross fertilisation between the Datrontech group of companies," he said.
Morgan's replacement at Computer 2000 is Jim Barnes.
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